Problem/solution commercials work, IF they’re structured properly. They won’t work if the problem doesn’t seem real. The order in which we build our spot is important. Remember, you’re speaking to an ...
If you avoid problems, you’re not working in a creative mindset. If you seek solutions, you’re not working in a creative mindset. This problem-solution paradox is another contradiction I’ve discovered ...
Consider someone who’s perfectly content with their office chair. It’s not ergonomic, it doesn’t have lumbar support, but it works. Then, during a meeting or a visit to a friend’s office, they sit in ...
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